Re-branding as a truly independent hotel: the story of Aubrey Park

Aubrey Park hotel is re-branding this week. With a refreshed logo, new website and online booking engine, the 4 star property is positioning itself as a truly independent hotel. We talked to David Timmis, Managing Director at Aubrey Park, to find out the reasons behind their new approach.

A contemporary styled hotel located between St Albans and Hemel Hempstead, Aubrey Parkis renewing itself. With a truly relaxing English countryside setting, this 4 star property is well suited for both business and leisure breaks. Boasting an elegant new logo, as well as a brand new website and mobile-friendly online booking engine, the hotel presents itself as a unique venue in the area. David Timmis, Managing Director at Aubrey Park, explains:

“We wanted to be recognised as the best destination hotel in the area, with a distinctly individual approach to all our clientele. We appreciate how important logos and first impressions are, and after listening to our clients we realised our brand identity needed to change.”

Moreover, by positioning itself as a truly independent hotel, Aubrey Park intends to provide guests with a distinctive approach to hotel service:

“Whilst customers demand consistency, they also want something a little different and that is when a truly independent hotel can really stand out from the big chain hotels. Independent means we can be reactive, we can change the service we provide quicker, we have more of a can do attitude because we are not governed by big brand standards. We can deliver something more personal for the client, and I believe that is what today’s travellers are looking for.”

Social Media is also playing a major role in the new strategy, particularly as a way to bond with the hotel’s guests:

“We see it as atool to engage with our customers rather than sell to them. We want them to feel part of the Aubrey Park family. It is a great way of getting a message across to an audience who may have never heard of your hotel, while at the same time keeping your local clients up to date.”